Premier League Launches Direct-to-Consumer Streaming Service in Singapore
The Premier League is embarking on a new era of broadcast distribution with the launch of ‘Premier League Plus,’ a direct-to-consumer (DTC) streaming service initially available in Singapore starting with the 2026/27 season. This marks the first time the league will offer all 380 matches directly to fans, bypassing traditional broadcast partners in a specific market.
What is Premier League Plus?
Premier League Plus will provide live coverage of every Premier League match in Singapore, supplemented by a range of additional content including magazine shows, highlights, and archived footage. The platform is being launched in partnership with StarHub, a Singaporean telecommunications company that secured a six-year media rights deal with the Premier League in 2022 Premier League Broadcast Deals 2025-2028.
While pricing details have not yet been confirmed, the Premier League aims to build a direct relationship with fans and gather insights into consumer behavior. The league has not yet explained how marketing and production costs and subscription revenue will be shared between the competition and StarHub.
Why Singapore?
The Premier League has been considering a DTC approach for several years, recognizing that certain markets possess the necessary conditions for success. Singapore was identified as an ideal testbed due to its high level of brand awareness, strong consumer demand, relative wealth, high adoption of IPTV, and advanced connectivity Premier League to launch streaming service.
Two key developments have made this move more attractive. First, pay-TV platforms, particularly those with telecommunications divisions, are increasingly prioritizing aggregation of content over exclusive rights. StarHub already sublicenses some Premier League rights to Mediacorp, demonstrating a willingness to share access while benefiting from the financial rewards. Second, the Premier League is taking in-house control of production from 2026, ending its joint venture with IMG. This shift provides greater control over production, broadcast relationships, and the ability to tailor offerings to specific markets.
Future Expansion and Global Implications
Singapore serves as a testing ground for Premier League Plus, and the league intends to explore expanding the model to other markets that meet similar technological and commercial prerequisites. However, the Premier League acknowledges that a DTC approach is not universally viable. The success of the model will depend on significant investments in technology, marketing, and customer service, without guaranteed revenue increases.
In markets like the US and Nordic countries, the Premier League’s value to existing broadcast partners like NBC and Viaplay is currently too high to justify a shift to DTC. However, a successful launch in Singapore could strengthen the Premier League’s negotiating position with broadcasters in other regions.
Will Premier League Plus Come to the UK?
The Premier League has ruled out launching Premier League Plus in the United Kingdom. The league’s domestic broadcast revenue remains strong, generating £1.67 billion per year, and is expected to increase with more inventory released to the market Premier League Broadcast Deals 2025/26 to 2028/29. The league has generated UK£12.25 billion in broadcast and commercial revenue for the 2025 to 2028 cycle, with international media rights income up by 27 percent.
The initial concept of ‘Premflix’ – a single global streaming service – was based on early Netflix strategies of rapid subscriber acquisition through low pricing. However, the Premier League recognizes that these strategies are no longer universally applicable, and sports-specific streaming services have often struggled to gain traction without operating like traditional broadcasters.
Impact on Broadcasters
The launch of Premier League Plus is viewed as an evolution of the league’s broadcast strategy, reflecting changing economic models and consumer habits. The partnership with StarHub signals a willingness to collaborate with, rather than compete against, the industry. It’s possible that Premier League Plus could be offered as a wholesale product to complement existing coverage, potentially increasing rights fees and future-proofing the league’s product.
The Premier League remains committed to its strong relationships with global broadcasters, which continue to drive significant revenue growth.